Abstract:

Body size and body image have been persistent, key social elements that span almost every culture and society. However, perception and social comparison of body size in more recent years has taken on new importance as the incidence of obesity has risen in many industrialized countries. Traditionally, market research in the area of obesity has concentrated almost exclusively on diet control and health management. This presentation examines how body size affects media consumption, product and service choices and psychographic characteristics for individuals in the general U.S. population.